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A tongue-in-cheek and functional capsule collection that borrows the aesthetic of 90s Miami and mixes it with Streetwear silhouettes, bringing a contemporary twist to Tommy’s classic and Preppy style.
Tommy Jeans x Martine Rose plays on the “natural” colors of a typical West Coast sunset, mixing ultramarine blue with pale pink, yellow ochre with orange, in a very successful “Nostalgia 90s” operation.
The two brands – both born from subcultures – dialogue and blend seamlessly for an inclusive collection designed for all genders.
From the collection emerges the Cow Boy-style Denim Chaps, the Hawaiian shirt that mixes warm colors such as orange, pink and lilac in a print depicting an exotic beach, and the Tommy Hilfiger Preppy-style puffer.
Born from a mutual affinity for sportswear, the capsule is made up of modern wardrobe essentials that fuse streetwear style with signature prep details.
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Putting a new spin on both brands’ aesthetics, the 35-piece gender-inclusive collection is inspired by archival TOMMY HILFIGER icons from the 90s and updated through Martine Rose’s lens. A powerful play of color and graphics on exaggerated proportions are seen throughout the collection, bringing a streetwear vibe with a touch of tongue-in-cheek irony. Key items include the varsity jacket, hoodie, puffer and robe-coat, and are remixed with pop details, over-dye finishes and Martine’s signature patterns.
“Collaborating with Martine has been inspiring and really pushed me creatively,” says Tommy Hilfiger.
“I love it when a designer can come in and put their own touch on our archival pieces. The collection is elevated and unique, and really highlights how out-of-the-box and experimental Martine’s work is.”
“I really enjoyed being able to explore American subculture and create a campaign that not only celebrates, but rightly spotlights marginalized communities,” says Martine Rose.
“TOMMY HILFIGER has always been a brand that I’ve drawn inspiration from, so this partnership was such a natural and organic marriage.”
Shot in the suburbs of Miami, Florida by renowned photographer Buck Ellison, the campaign features diverse couples in classic domestic settings, aiming to redefine traditional 90’s Americana. Just as Martine’s chaps and jockstraps lighten and radicalize hero products, the culturally rich and powerful campaign provides a cheeky edge while representing the current, beautifully diverse spirit of modern America.
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Martine Rose founded her eponymous menswear label in London in 2007 and has since grown into an internationally acclaimed brand while retaining her underground cult credentials. Her unique use of proportions, silhouettes and textures, as well as fluent referencing of subcultural contexts, continue to define her work and are highlighted across this capsule collection.
About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world. TOMMY HILFIGER celebrates the essence of classic American style with a modern twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections including men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusivity.
About Martine Rose
Martine Rose established her eponymous menswear label in London in 2007, and it has since evolved from a tightly edited shirting collection into an internationally renowned and critically acclaimed brand. Martine is inspired by her Jamaican-British heritage and a deep interest in the music and high-low melting-pot cultures of London.
Martine has also become one of the most in demand consultants and collaborators in fashion — and for many years has consistently influenced the direction of contemporary menswear.